Behind the Logo

Situation

When was the I Love New York logo created and why? As it turns out, we have public relation to thank for one of the most popular tourist logos in the world. In the 1970s, New York City was struggling with a bad public image. The city was riddled with crime and they were on the verge of bankruptcy. The public opinion, in general, thought NYC was dirty and dangerous.

What NYC needed was a new reputation.

What did PR do?

A department in the city hired an agency to create positive publicity for the city. What they came up with was a campaign called “I love New York” and it was targeted to the whole state. Originally, there was no logo. The campaign had a song and was televised and broadcast on the radio. Eventually, an employee drew up a logo while he was in the back of a cab which became the logo we know and love today.

I love NY

Sometimes in public relations, we need to find the opportunities different situations bring us. The PR firm hired to help New York with its public image did just that. They were able to market the city in a new way which helped improve the public image. Now, the logo is licensed for multi-millions.

Another way the city seized an opportunity was after the 9/11 attacks. The logo was updated to say, “I love New York more than ever.” It was a positive way to b

ring light to a horrible event.

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Analysis

The PR firm who created the campaign only expected it to last a few months but was surprised when people grabbed on to it and turned it into something bigger than it was supposed to be. I think this is the goal for most PR companies and their campaigns. They want the public to embrace the campaign and make it their own to benefit the company and increase public image and relationships with the consumer. I also think the campaign was successful because the firm took all the right steps to get the information to the public. They broadcast it on television and radio and eventually they created a logo. The logo could be compared to hashtags or taglines in more modern PR campaign

The “I love New York” campaign is an incredible example of successful public relations.

Sources:

https://theculturetrip.com/north-america/usa/new-york/articles/10-things-you-didnt-know-about-the-iconic-i-love-ny-logo/

 

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Wells Fargo Creates Corporate Fiasco

Situation:

In September 2016, a scandal broke within Wells Fargo. It was discovered that employees were creating fake accounts and had been doing so since 2011.

An investigation revealed that over 1.5 million accounts were created using fake emails and PIN numbers without customer knowledge or consent. Employees did this to boost their figures and therefore increase their pay and bonuses.

To add to the disaster, Wells Fargo was guilty of firing employees who tried to call out the company on ethics regarding the creation of fake accounts.

Since then, the company has been involved in various court cases and settlements involving the employees as well as customers of the bank. Other scandals have surfaced as well, creating a PR nightmare for the company.

What did PR do?

As their initial response, Wells Fargo fired 5,300 employees who were involved with creating these accounts and the company fined a hefty $185 million.

A few weeks after the scandal broke loose, head executive, Carrie Tolstedt, was the first to step down. Tolstedt was the head of the department which created the fake accounts.

The company also promised to stop promoting unrealistic sales goals – saying that these goals lead employees to create fake accounts.

In early October, the CEO, John Stumpf, stepped down and announced his immediate retirement.

In March of 2017, Wells Fargo announced a settlement of $110 million for customers whose information was used for fake accounts. The settlement later increased to $142 million.

The company has paid more fines in other cases involving different areas as well.

PR for Wells Fargo has had to work hard for a company with many internal ethical issues. Have they taken the right steps?

As an added PR bonus, Wells Fargo released a video on how they will earn trust back.

Analysis:

It has been almost two years since the scandal broke, and Wells Fargo is still paying for it (literally). From what I have learned, the timeline of scandals and amount in fines charged to the company, alone, shows that public relations can only do so much for a company with substandard behavior.

Image result for wells fargo

I think that within the first few months of the break, Wells Fargo performed all the normal and necessary procedures such as firing all guilty employees, paying the fine and having the CEO step down. The greater problem is that illegal activity and scandals kept being uncovered. Over the next year or so, the company was accused of various illegal practices over and over and it didn’t seem to stop. Not only were the employees involved in illegal practices, but top executives in the company were involved as well. This tells us that ethical practices and their corporate social responsibilities were largely ignored. Good ethics in public relations is important, especially in regards to corporations and companies.

It seems as though Wells Fargo is going to have to keep paying fines and take part in settlements until the internal workings of the company are fixed, otherwise they will keep losing customers. I can imagine that I would want to switch banks and take part in the settlement if my information and account was used. This scandal really is a PR nightmare and I think there a lot of lessons to be learned from the company’s mistakes.

It takes years for a company to build credibility and a good reputation and just one moment to ruin it all. Wells Fargo and its public relations are going to have to work to the bone to regain the trust of their customers and will need to for a long time.

Sources:

http://money.cnn.com/2018/04/24/news/companies/wells-fargo-timeline-shareholders/index.html?iid=EL

http://money.cnn.com/2016/09/08/investing/wells-fargo-created-phony-accounts-bank-fees/index.html?iid=EL

https://www.barrons.com/articles/wells-fargo-growth-on-hold-1525967026

 

Ad Redesign

Principles of design, photography, typography and color can be seen in every ad. Most people don’t even realize how many factors go into creating an ad and why they are appealing to the audience. Fortunately, these are skills that anyone can acquire and use in their own work if they learn about the principles of design.

I was asked to analyze an existing ad and then use my findings to create a new, additional ad that would fit the campaign of the original and then make a slide presentation that would show what I learned and how I applied it to the new advertisement.


Target Audience Image result for converse ad

When making an advertisement, it is important to think about who you will be advertising to. This helps to determine what will be in your ad as well as what the message will be. In my analysis, I determined that the main audience would be teens to young adults and adults. I determined this because the male used in the campaign appears to be a young adult. The message “Sneakers are boring – wear sneakers” appeals to young adults and teens because who likes boring products? This shows that the company promises that wearing converse is exciting and fun rather than boring.


Design Analysis 

Photography

Photography was one of the main elements of this advertisement. It’s bold and is center focused. The colors are also an element but I will go over that later. One way you can tell a photo works is if your eye bounces all around the photo instead of in one spot. You’re supposed to avoid center-focused photos, but the background elements such as the other guy and the AC unit in the window keep it balanced and visually appealing. SlideDesignFINAL3

Typography 

The font and type that was used also added to the overall visual appeal of the advertisement. The font is a sans serif type and the font mimics a painted brush design. This makes it look more exciting and not boring, which works with the overall message of the design.

SlideDesignFINAL5

Color

Color is also critical when considering your design and message. Yellow and red are analogous and complement each other. The white text adds contrast to the design. The yellow shoes could also be considered contrasting because the eye is drawn to it. The colors work together and add to the visual appeal.

SlideDesignFINAL7

Being able to analyze and determine what makes an advertisement visually appealing is important if you want to make one of your own. Target audience, design , photography, typography and color are all element of design that go into making an appealing and successful advertisement. The best part is that anyone can do it if they know what they’re looking.

The final slide presentation: SlideDesignFINAL

Photo Sources:

https://www.pexels.com/photo/street-shoes-still-converse-all-star-68814/

White Black High Top Shoes Hanging on Electric Line

http://designtaxi.com/news/357065/Converse-Ad-Shows-That-People-Who-Wear-Sneakers-Have-More-Fun/

Image result for converse ad

 

 

 

 

 

 

 

 

 

 

 

 

Is Your Ad Creative?

Advertisements are everywhere, it’s how word gets out to people. It’s a way of communicating and selling an idea to someone. So if ads are everywhere, they have to stand out to really capture attention from the audience. This is where “creative ads” come in to play. Creative ads, when done right, can make a plain product into something exciting. It can help the audience visualize what the product can do for them.

I was assigned the task of creating a creative advertisement for a boring household or office product and to use symbolic or non-literal ideas and concepts. The ad is supposed to be appealing and convincing to the target audience.


 Target Audience 

The first step is to determine a product to advertise. After that is to determine the demographics of the audience. I used a project specifics generator to determine my product, the gender, age, relationship status and media consumption of my audience. I got assigned to create an ad for an air freshener for single 18-24 year old males through a blog or magazine ad. I decided to go with the idea of a nature-scented air freshener. This appeals to most audiences, so I thought it would be appropriate for single 18-24 year old males. My ad also includes a male in the photo and he’s sitting in the comfort of his own home. This would appeal to 18-24 year old males.

CreativeAdFinal

(All images were pulled from https://www.pexels.com/)


Design 

For my design, I decided to use non-literal and symbolic ideas. Obviously there wouldn’t be real mountains and trees in your living room, but it’s the idea of it, capturing what the air freshener would smell like. I found two pictures that had similar colors so they would complement each other rather than clash or not blend well. I used photo shop to blend the two images together and to bring in the text at the bottom. I used a simple old faced type text and the color of the type is an off-white which blends and matches with colors already in the ad.

Although there are millions of advertisements out in the world, it is still possible to find a way to capture attention in a creative way. They make a plain or boring product into something exciting that people actually want to purchase or use. Knowing the essentials of design and knowing your audience is important. Take a moment to notice all the creative design and advertisements around you and why they appeal, or don’t appeal, to you.